Vicks’ bold new ad is going viral, turning viewers emotional & at the same time making a strong statement

Vicks’ new advertisement, which got more than 4.6 lakh views within 4 hours, is the story of Gauri Sawant, a transgender who fought against all odds and raised an orphaned child as her own.

India is hailed as the world’s largest democracy. The spirit of a democracy lies in its diverse and inclusive nature. But, intolerance and prejudice against the LGBTQ community is still prevalent. Section 377, a law which criminalises consensual sex between homosexuals, still prevails in democratic India. The draconian law, based on the Victorian morality, which denies to recognize the identity of a particular section of the society is a clear cut violation of constitutional rights.

“We believe that everyone deserves to feel what it means to be cared for and to care for someone.To experience the difference it makes in your life, to have someone that will unconditionally love you and care for you. In the hope that you, at your turn, can do the same and transform someone’s life with the #TouchOfCare,” Vicks said in a statement.

The movie is well crafted in a narrative form. It portrays the intense bond between a mother and daughter. Social media platforms are abuzz with appreciation of the movie’s depiction of such a sensitive subject.

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A university double gold medalist, John Thomas comes with a strong academic background and a couple of years stint with Advertising, Social Media, Digital and E Publishing industries. Desire to travel,explore new world’s and learn international best practices replanted him to Dubai, the media hub of the Middle East.

Walk into his cube and a newspaper clipping “SMS KILLS GRAMMAR SKILLS” will catch your attention. That’s John’s findings during his Mass Communication Course. His well-published research on implications of SMS Text Messaging on the language skills of students earned him wide acclaim in the academic circles of India. Love for research also fetched him an individual membership in the International Association for Promotion of Christian Higher Education (IAPCHE), a global network of Christian Scholars & Institutions,IOWA, USA. When he is not curating top-class content for one of his many online publications he likes to venture outdoors with his camera. His passion for photography and documentary film making is evident from his documentaries on the Toda and Santal Tribe of India, piles and piles of albums that take one through the life of various Indian tribes and of course the beautiful women he came across in life. His documentary film ” In Search of Christian Art in India”, for CMN productions, Atlanta, Georgia, has been broadcast in the USA. An avid blogger, one can take a peek into his world of photography through his blogs.